Canon Launches Weird Euro 2004 Viral Campaign

Canon Europe will today release a new online viral and buzz marketing campaign as part of its sponsorship of UEFA EURO 2004?. The campaign has been planned, seeded and tracked by Digital Media Communications and will support Canon's UEFA EURO 2004 "Finger Football" promotion created by cdp-travissully.

The viral campaign launches with a film clip called "FabaRooney", created overnight by cdp-travissully in the wake of the England VS Croatia match yesterday that won England a place in the UEFA EURO 2004? quarterfinals for the first time ever on foreign soil. Though Americans and those who are not manic about soccer might not connect with this, the clip shows a color-printed card character of England teen sensation Wayne Rooney fitted to an office worker�?s fingers standing triumphant in a haze of smoke with the Hallelujah Chorus playing. Another "Finger Football" character of Sven-Goran Eriksson walks on-screen and suddenly kisses Rooney who sidles away chased by his uncharacteristically expressive manager.

The clip then invites viewers to click through to a web site at canyouflickit where they can see other web-exclusive Finger Football clips as well as the latest Canon TV ad. Hmm, you say? So did we.